Traveler Reviews and Social Media in China

Summary

China’s vibrant social media environment has quickly become a crucial part of travel shopping. As travelers increasingly share their experiences, and shoppers turn for advice to those who have gone before them, user reviews play a big role in the purchase decision. Competition is hot among intermediaries to attract an expanding number of traveler reviews. This report, the first of its kind focusing on the Chinese travel market, examines the role and impact of
traveler review content on China’s online travel ecosystem.

FREE presentation deck and audio recording of the August 13 corresponding webinar comes with your report purchase (download link is sent in your report purchase confirmation). Or download for free HERE.

This report examines the following:

1. The role and impact of traveler reviews on China’s online travel market
2. The extent to which travelers in China post hotel reviews and where they post them
3. The volume of traveler reviews posted on traveler review websites, metasearch sites and online travel agencies (OTAs), and how this has trended over 2012 and 2013
4. The sentiment of online traveler reviews through semantic analysis with Brand Karma
5. Key social travel benchmarks – buzz and social travel advocacy index (STAI) – to gauge social travel performance in terms of review volume (buzz) and sentiment scoring (STAI) for hotels